One of dentsu’s major advertiser clients was leveraging IAS Context Control Avoidance for brand suitability post-bid. While the solution was working well and keeping their brand protected, dentsu and the advertiser wanted to reduce their block rates and increase efficiencies in...
Bench ran a head-to-head test with IAS and a major DSP’s audience targeting segments across three of their clients across three different industries with the goal of understanding which solution would be able to deliver cost-efficient yet scalable results.
Brodcasts of the Royal Wedding of Prince Harry and Meghan Markle drew millions of eyes and moved the internet both in the UK and in the United States. IAS data shows which moments had audiences glued to their screens, and tuned in to their mobile devices and where the two countries differed.
2016 was an exciting year for digital measurement. Social networks and walled gardens opened up for third-party verification, and huge strides were made in bringing transparency to mobile in-app inventory. Digital advertisers are now well poised to measure the media quality of their campaigns no matter where they are buying, down to the impression level. But as we continue to improve our coverage of the open web and collect all this valuable data, marketers are already looking ahead. Yes, a viewable, fraud-free, and brand safe campaign should be the baseline of any marketing strategy, but what do we focus on next?
It’s no surprise that viewability has become a top concern in digital advertising. This guide gives you an overview of viewability, context into the differences across environments, channels, and devices, steps to improve your viewability, perspectives from buyers and sellers, and key insights into the impact of viewability on consumers.